Sealed Air Equipment Naming + Branding Strategy
Led by Taylor Brown, Brand Manager – In partnership with the Automation Marketing team
Sealed Air’s equipment portfolio lacked standardized branding and naming conventions, resulting in inconsistent use of logos, product names, and hierarchy across business units. The overuse of the “SEE Automation” mark—applied to nearly all automated equipment regardless of category—blurred brand meaning and created confusion both internally and externally.
To strengthen clarity and scalability, we developed a simplified, unified equipment brand architecture and naming strategy to bring consistency across the full Sealed Air equipment portfolio.
Objective
To streamline and strengthen the brand hierarchy for Sealed Air’s global equipment portfolio by:
Establishing clear guidelines for equipment branding and naming conventions
Creating a scalable system that differentiates automated and non-automated products
Reducing brand dilution and reinforcing the connection between Sealed Air’s masterbrand and its endorsed powerbrands
My Role
Strategic leadership – establishing clear goals for consistency, scalability, and clarity across all equipment lines.
Cross-functional alignment – partnering with product, marketing, and regional teams to ensure global adoption and understanding.
Brand architecture refinement – integrating equipment identity within Sealed Air’s powerbrand structure to strengthen recognition.
Implementation oversight – directing rollout of updated naming conventions, visual identity applications, and documentation standards.
Deliverables
Global Equipment Brand Architecture defining relationships between Sealed Air and endorsed powerbrands
Standardized Naming System for automated and non-automated product categories
Visual Identity Standards for on-equipment branding and signage
Updated internal documentation and rollout materials for product and marketing teams
Impact
The updated equipment branding strategy unified how Sealed Air presents its automation and equipment portfolio across markets and product lines. By simplifying the brand architecture and introducing a clear, scalable naming framework, the initiative strengthened recognition and consistency while improving internal alignment.
The work created a cohesive connection between Sealed Air’s powerbrands—CRYOVAC®, Autobag®, Bubble Wrap®, and Liquibox®—and the company’s equipment offerings, reinforcing Sealed Air’s position as an integrated, solutions-driven leader in packaging technology.
